Content Marketing KPIs: The Comprehensive Guide To Pick The Right KPIs
Sep, 22 | 15 min read
The long list of content marketing KPIs can make you go crazy. There are tons of different content marketing KPIs, and these indicators can be grouped into dozens of different categories. It often gets overwhelming for many marketers to choose the specific KPIs that align with their business.
Content drives your business's growth, yet KPIs related to content do not precisely indicate revenue growth. Besides, different types of content can be integrated at each level of the marketing funnel to accomplish different kinds of marketing goals.
Therefore, different KPIs will be integrated from time to time to measure success by focusing on your campaign goal.
Here we have discussed specific content marketing KPIs that go with particular campaigns. In this article, we will discuss-
Content marketing KPIs let you measure your content's popularity among your audience.
Your content marketing KPIs increase only when your content fulfils the demand of your target audience.
Before setting KPIs, the first thing you should do is set a goal for your campaign.
A specific goal lets you find metrics that resonate with it.
If you aim to generate more leads from your campaign, you should track the lead count from certain content.
While measuring the success of a campaign, conversion without monetary value should also be taken into account.
Influencers can increase your brand's popularity within a snap.
The ranking of your website also adds to your brand's reputation.
The response rate of your audience in the comment boxes of your posts is a significant KPI to measure.
Scroll depth tells you the efficiency of your content.
The time length on the page is an indicator of how your content is performing.
Backlinks are an indicator of the popularity of a website.
Email marketing improves your ROI significantly, and it is the most efficient strategy to engage with your customers directly.
A content marketing manager or a content marketing agency can significantly improve the outcomes of your content marketing strategy.
Why Tracking Content Marketing KPIs Matter
The most significant advantage you get from content marketing KPIs is that you get an idea of whether the content is helping you reach your target. It assists you in knowing if your content comes from the right audience and if they can relate and engage with it.
Moreover, suitable KPIs let you know if your content aligns with your brand value and if your marketing strategy is efficient or not.
This knowledge lets you alter your strategy, tweak them, and make relevant changes that improve the ROI of your campaign.
How Do You Know Which Content Marketing KPIs Align With Your Business?
Content Marketing Institute published a B2B study in 2022, which says that the most tracked content marketing KPIs are email engagement, website engagement, and website traffic. However, these KPIs can be essential to follow yet may not align with your campaign target.
So, how do you find relevant content marketing KPIs? First, you should determine what you want to achieve from your campaign. After setting specific goals, you can find content metrics that align with your campaign's goals.
To get a clear idea, we will discuss KPIs that are related to specific marketing goals:
Reputation & Engagement KPIs
Engagement & Conversion KPIs
Conversion, Reputation & Engagement KPIs
Content Marketing KPIs#1 Conversion KPIs
If your content aims to generate leads, you should track how many leads a particular content can generate.
Let's say you are launching a new resource; it can be a case study, report, analysis or anything valuable that resonates with your audience; you should track how many new leads this content will bring in and compare the number with information generated by other resources.
This analysis will help you to answer the following question
What resonates with your customers?
Is your content valuable enough that leads will willingly share their contact details?
What attracts your target leads?
Transactions & Revenue
Businesses who conduct e-commerce revenue and transactions through their website should use Google Analytics e-commerce tracking instead. Within the reports, add "landing pages'' as a secondary dimension to see how many people made a purchase after going through a specific content you generated. This content marketing KPIs lets you find out what type of content has the highest revenue value.
If revenue is your KPI, your finding will differ because it depends on how much each customer spends. But if you are wondering how many people convert after publishing a specific content, you should use "transaction" instead of "revenue" as your guiding KPI.
Conversions without monetary value are also necessary. Many businesses lack transaction revenue to see how the figures interact with your content. In that case, Google Analytics lets you set goals that track non-monetary conversions.
Content Marketing KPIs#2 Reputation KPIs
Influencers can cause a significant change in your KPIs while promoting your content. When they mention your product, even if they haven't backlinked you, it helps you build a reputation.
Google Alert lets you measure mentions of your brand or a specific content campaign. However, note that the mention has to be positive to be effective.
If your website ranks high in the SERPs, it increases your reputation to Google, its crawlers, and the site visitors or your potential leads browsing search results. They don't even need to click through your page; seeing it in their query sites improves awareness.
Hence, you should measure success when you build a content campaign that focuses on a particular keyword.
Tons of tools are available to measure keyword rankings, i.e., SEMrush, and Ahrefs.
Share of Voice
Share of Voice is another excellent content marketing KPI. It lets you measure how a keyword set appears on Google. Higher ranking and higher search volume improve your Share of voice.
It helps you determine how your content contributes to brand exposure on search engine result pages (SERP).
Sentiment analysis is a great measure of how your content impacts people's minds.
Although this AI technology is typically reserved for social media, significant businesses may use it to track how people discuss their content campaigns in real-time.
It is an efficient KPI to keep tabs on relevant social media chatter for any of your products or services.
Content Marketing KPIs#3 Engagement KPIs
How do you know if your blogs and vlogs can actually resonate with your leads? Through the comment boxes. When the comment boxes of your blog posts are filled with valuable insights, queries, or recommendations, it means your blogs and vlogs get through your leads.
Measuring the comment section lets you understand if your contents are relevant to your audience and help you to build new engagements and close deals.
When your leads find your blogs and vlogs considerable, only then do they respond to them. However, do not forget to engage with the commenters as well. It improves the comments' values as KPI and lets you build credibility and interaction with your audience.
Measuring the scroll depth is the fastest way to understand whether your leads are reading your content. Seeing where your readers drop off and their frequency tells you if your range needs a renovation.
Time on Page
Time on-page is an indicator that works closely with scroll depth. Usually, it tells you how long people are spending time on your content. This KPI is measured in seconds rather than in pixels.
When you implement a new content strategy, your goal should be to increase the average time on the page for recent posts. Usually, the length of time a person spends on your page implies how they resonate with your content. Hence, your content has cut through the noise when you increase the average length of time on a page.
However, not, your contents' length also matters when you measure the time on page KPI. Because for obvious reasons, a 2000-word article will require much more time than a 500-word article. Hence the KPI varies according to content-to-content.
Pages Per Session
This KPI is similar to the bounce rate. Both KPIs indicate if the visitors are leaving your site soon after viewing your content. However, the bounce rate provides a ratio based on the one who leaves compared to those who keep digging. Pages per session indicate how many pages the visitors have gone through.
The excellent rate for pages per session varies according to business. For example, on e-commerce sites, users spend a lot of time browsing product pages. But in a lead generation site, many visitors often go to gather information and leave soon after viewing.
Social media has paved the way for digital marketing. It is almost effortless to measure your popularity by looking at the follower count of your social media platforms. The react and share count is a barometer of how your content is performing, engaging, and building a reputation.
Let's talk about one of the most crucial KPIs of content- the backlinks, which are also recognized as votes from your readers. In my opinion, a backlink is a metric that measures if your content is enjoyable or not.
The more backlink you get, the more reputation your site earns. It implies that people find your content so valuable that they willingly refer them to others.
These KPIs measure conversion and engagement of your email marketing campaigns. You lose the opportunity to speak directly with your customer if you do not include email marketing in your marketing strategy.
You can't interact, convert, or establish an online reputation if you don't have any visitors. Your brand's reputation grows as more people learn about it and interact with it on your website. Additionally, the more audience you reach, the more likely you are to convert them into customers.
There is no better way to gauge the success of a piece of material than by counting page views. Some also term them as the laziest KPI. Consequently, the most popular ones. However, only measuring the page views is not going to help you.
Do you know what makes great marketers stand out? Their ability to combine a varied yet surface-level KPI with page view.
A click-bait headline might generate a lot of views, but if your content is not efficient enough, the time on the page your leads spend will be very low. Besides, you don't get any backlinks, your comment box is empty, and the return customer rate remains very low. Overall, the other metrics don't make a difference that much.
What Makes A Difference To Your Content Marketing KPIs?
Content marketing has evolved with the dynamic algorithm changes of search engines. One of the things that all successful businesses have adapted is to hire a content marketing team under a content marketing manager or a content marketing agency.
Because without a valid content owner, the content never seems reliable. Furthermore, other responsibilities are given higher priority, production moves at an unacceptably slow pace, and the entire team never fully understands the concept. Therefore, you need to hire an in-house content marketing manager whose sole duty is efficiently managing the content marketing team.
You can also hire an agency for your content marketing campaign. How does this help you? An efficient content marketing agency like RankToday will be much more helpful in creating and publishing content regularly, without fail. Besides, you don't need a content marketing team, either.
At RankToday, we write top-notch content that aligns with your brand value. We analyze your business's subject matter and insights to integrate them with the content. Besides, we work with your sales team hand-in-hand to incorporate the contents into your sales process, allowing them to close more deals faster.
Moreover, we also observe the organic search performance of your website to improve the ranking and traffic consistently. We update the existing content of your website to keep them relevant and effective.
So what are you waiting for? Get in touch with us and improve your content marketing KPIs quickly!
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